How do you know if your content is ‘working’?
Over the past weeks we’ve seen how goals and tactics for your content marketing change through the sales funnel. You will never know if your content achieved the intended goal if you don’t track content marketing metrics.
In this post, we look at how you measure the impact of your content through the sales funnel:
- Did your content build AWARENESS at the top of the funnel?
- Did your content enable EVALUATION in the middle of the funnel?
- Did your content CONVERT leads into customers at the bottom of the funnel?
Section 1: Metrics at the top of the funnel
Top-of-the-funnel goals aim to build awareness of your brand and your solution. Your metrics need to tell you if the tactics you use are achieving those goals.
- Increasing offer awareness is a key metric at the top of the funnel.
- Site engagement rates are little more than vanity metrics. They can include bounce rates, number of site visits and average session length.
- When another website links to a page on your website, like you blog, it increases your number of inbound links. Search engine use the number of inbound links to rank your site. The more the better!
- Monitoring traffic by channel will help you focus appropriate tactics on all channels.
- When visitors don’t respond to your call-to-action, they move to your retargeting list. You can segment your list and retarget them based on their site activities.
Section 2: Metrics in the middle of the funnel
In the middle of the funnel you are trying to keep prospects moving through the sales funnel. You are offering lead magnets to increase leads and email list growth. Metrics that will help in the middle of the funnel include:
- Tracking the number of leads generated and email list growth is a direct measure of a tactics success. You can track lead growth through a CRM and email list growth through email service providers like MailChimp.
- Offer conversion rate tells you how many visitors opted in to your lead magnet offer. It is quoted as a percent of total visitors to your landing page.
- Monitoring retargeting list growth will allow you to try other engagement options with visitors that didn’t take up the offer the first time.
- By tracking newsletter email open/click-through-rate, you will understand what interests your list, what headlines and content is working.
Section 3: Metrics at the bottom of the funnel
At the bottom of the funnel you want to keep your list happy. You don’t want to bombard them with offers. You want to keep upselling and cross-selling. And you want to retain customers on any pay services you may offer.
- The number of sales-qualified leads is the important metric at the bottom of the funnel.
- You determine the offer conversion rate by dividing the number of purchases by the number of sales page visits.
- Promo email open/click-through-rates can be monitored by your list manager.
- Retargeting list growth represents another opportunity to target leads with alternate offers to spark their interest.
- By determining your average customer value, you can decide how much you can spend to acquire customers.
- Retention rate will tell you how many customers stayed with you during a given period. To calculate, subtract the number of customer acquired during the period from the number you have at the end of the period. Then divide that number by the number of customers you had at the start of the period.
- By monitoring buyer recency/frequency rates, you can keep your brand and messaging in front with quality content.
Over the past few weeks we have seen how goals, tactics, and metrics for your content marketing change through the sales funnel:
- At the top of the funnel your goals, tactics and metrics focus on building AWARENESS of your brand, your solution.
- In the middle of the funnel your goals, tactics and metrics aim to provide information that encourages EVALUATION of your solution.
- At the bottom, your goals, tactics and metrics need to CONVERT leads into customers.
Do you have trouble producing enough content to satisfy your audience? Do you struggle producing white papers and case studies? Lack the time to write those blogs, that newsletter article?
I am an expert water quality scientist with experience in the water industry. I understand the science behind your solutions. I can interpret the jargon. I can explain complex ideas in simple terms and compel your prospects into action.
Contact me to discuss your next content project.